If you run a business or attempting to, you have most likely heard or should have heard of paid search adverting. Most of you might not know what this is or how it can help your business. In this post we are going to discuss the what, how, and why of Paid Search Advertising.
What is Paid Search ?
When a person uses a search engine, the system responds with lists of website related to your search. This is your Search Engine Results or (SERP). Most of the results are made up of Organic results. Organic results is the specific search engines algorithm determining which is the best match for you.
Paid results are basically advertisements. Business or website owners pay to have their website display on top of organic results. You will notice paid results from organic ones due to the search engine differentiating them by placing them first and having different visuals associated with them. Below is an example of the difference between organic and paid results.
Knowing these differences will help users make a better and informed decision when choosing a result.
How do Paid Search Ads Work?
Each time someone clicks the paid search result it costs the advertiser a certain amount of money each time. These clicks can cost anywhere between a few cents to hundreds of dollars, depending on the market and specific keywords you use. When you set up your campaign, you will be asked the maximum amount of money you would be willing to spend for each click (bid) and that amount will be considered your budget.
Why Paid Search Ads?
Business owners may not have the time to wait to organically build their web page and Paid Search Ads can help increase your visibility on search engines and help bring in much more traffic. This in turn will ultimately lead to sales and an organic building process.
The organic building process can takes months to have a good ranking and isn’t exactly free. To rank organically high you nee to invest time, thought, and much effort to create and maintain good content. Search engines also take some time to recognize and evaluate that your webpage is becoming better so this is where paid search helps.
Main Benefits of Search Advertising
1. People mean business.
Typically, people who see your search result are looking for your product or service. This means they are much more likely to want to do business and not just surfing the web.
2. Get on Google first !
Google has millions of results and webpages to scan/sort through and despite your best efforts you might never reach the top. Paid Search Ads makes this notion almost non existent and allows new business owners the opportunity to get on that first page.
People will see that you paid for your ad position and to be on Googles first page. This will show users that you are willing to pay just so customers can find you and this is not a poor reflection. Even with paid search, Googles algorithm has a set of requirements in order to place at the top. This forces business or website owners to have relevant and trustworthy content, despite paying to be on top.